Primo Coffee is a family business that prides itself in quality service and a community centric experience.
Mobile order ahead has gone from luxury to necessity due to Covid-19 and Primo does not have an app. As a result, the business has lost customers especially when 71% of their competitors have an app.
To remain competitive, Primo must launch an app to address the shift in their consumer behaviour.
1. Define persona
2. Identify pain points across user journey
3. Solution ideation to align with pain points
4. Create wireframes and prototypes
5. Test and iterate
Daily Routine:
Drinks coffee daily for pleasure
Interested in knowing every little detail about the coffee, i.e., flavours, roasts, origin, acidity, and strength
Loves trying new types of drinks
Frustrations:
"I wish I could find new drinks more easily"
"I am a regular and I wish I could get discounts"
"Not enough information on the type of coffee used"
Daily Routine:
Highly customizes drink to meet dietary needs
Obsessed about calories
May have allergies to certain ingredients
Frustrations:
"I wish the barrista remembered my custom drink"
"The calorie breakdown is missing and I'm unable to make good choices"
"I can't see all the ingredients and worry I may have an allergic reaction"
Daily Routine:
Wants to pick up a drink as quickly as possible to get to a meeting
Frustrations:
"I wish there was a way I could re-order my last drink to save time"
"I wish there was a quick buy option using my preferred method of payment"
Primo is a high end brand and the quality of the coffee is its main competitive advantage. The coffee connoisseur forms 70% of Primo's client base. I decided I would focus on ensure the app meets The Coffee Connoisseur's needs.
1. A points balance with the ability to quickly redeem points towards a purchase
2. A new arrival section featuring new coffee flavours
3. Ability to filter drinks based on flavours, roasts, origin, acidity and strength